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Before the craft beer wave, my choice of which beer to buy was influenced most noticeably by which television commercial campaign I preferred (Wasssss Up!! or I am Canadian!). The prevalence of craft beer has diminished the effectiveness of ads such as these. Instead, craft beer is marketed three ways; flavour, region, and brand (labels). I can argue that craft beer drinkers choose their beer based on a combination of these three factors because... the flavour, region, and brand of the beer they choose is a reflection of their own identity. They don't simply like to drink the Nine Locks porter from Dartmouth, they ARE the Nine Locks Porter from Dartmouth (while they drink it). With that in mind, variety is king. Craft beer allows consumers to easily change their identity as they order a new pint; an ability the classic 2-4 drinker never has the luxury to do.